• 한국벤처창업학회:학술대회논문집
• /
• 2007.04a
• /
• pp.375-404
• /
• 2007

When we look into the market economy of our country recently, we learn that the mind of consumption after IMF crisis is very shrunk and the market is led into a serious slump of consumption. For an approach to survive the contraction of the market and the market competition, enterprises command a variety of sales promotion strategy, out of which presentation is a sales promotion strategy to give the same product. The price-discounted strategy through the provision of donation commodity may induce the temporarily-discounted commodity not to be sold to the consumers or make a damage of the images of the brand, or arouse the price war against other companies, or lower the sense of the quality of the commodity. Therefore, it is necessary for a company to meet the end users' demand and also maintain the evaluation of the quality on the consumers' products highly. Therefore, in this study, we have attempted to study and analyze the consumers' satisfaction level and reliability on the donation goods in order to suggest the orientation of the presentation promotion strategy in accordance with the changes of the sales market. In addition, we tried to understand how the recognition, consumers' satisfaction level and reliability on the presentation goods had on the repurchase. With such objectives in this study, we could make an analogy of the following significance and suggestion of study. Firstly, in order to survive a serious competition market, enterprises must execute the product presentation along with diverse events instead of commanding the sales promotion strategy through a simple product presentation. This strategy can be an alternative to lower the danger a person-to-person product presentation may bring about. That is to say, we shall not lower the quality and value of the products but enhance a new image to customers through a product donation occasion together with an event as a new marketing pioneering method. Secondly, during the period of the current economic depression, if a company provides the consumers with an opportunity free of charge through the present special event period and the practical events, it will affect the advertising effect of the goods, the introduction of the customers and customers' repurchase. For this purpose, the company has to heighten customers' preferences by selecting the items customers are liable to prefer and closely analyze the consumer's response and market for such an objective. Thirdly, with the internet age, as the market has a tendency to increase in the number of consumers who do shopping in the internet, the marketing strategy has to build up the strategy of the presentation product instead of a simple offline strategy. For example, a company shall have to draw attention or attraction from end users who intend to do shopping through the online by a product planning expo or a presentation product corner. Fourthly, the excessive sale promotion strategy of presentation products may bring about even a reverse effect on the value of the goods or consumers' attitude as seen above. Therefore, a company has to relay 'the value as to the price' to the consumers instead of the sales promotion strategy of donation products just for a temporary sales volume. Conclusively, even if we put the value with a reasonable price through the presentation product strategy in the past, we shall have construct the strategy by providing some plus factors in the price such as the provision of the upgraded products or services instead of just presentation, or the invitation of the events related to diverse events or culture arts from now on.

• Journal of Agricultural Extension & Community Development
• /
• v.27 no.2
• /
• pp.65-74
• /
• 2020

The study aims to identify the factors affecting business performance of rural tourism operators. For this study, 1,004 questionnaires were collected by field survey of rural tourism operators. The linear multiple regression analysis were used to identify factors affecting performance of rural tourism business. The result indicate that the factors influencing the sales of rural tourism business were in order of owning sales facilities, perception of multi-functional value of agriculture and rural, group promotion, number of rooms, and gender. In the case of gender, it was found that females had a high probability of positively affecting sales. The factors influencing the satisfaction of the rural tourism business were in the order of management strategy, number of days of operation, perception of multi-functional value of agriculture and rural, and business career. In the case of management strategy, it was found that the differentiation strategy have a positively affecting the satisfaction of the rural tourism business. As for the business career, the shorter the career, the higher the probability of positively affecting the satisfaction of the rural tourism business. The results of this study would be useful for establishing strategies to improve the management performance of the rural tourism business.

• Culinary science and hospitality research
• /
• v.23 no.7
• /
• pp.112-128
• /
• 2017

This study aimed to find the influence with the moderating effects of brand credibility and the mediating effect of brand attitude from the relationship of Loss-Leader marketing factors, brand attitude and revisit intention to make management strategies and provide basic materials for the future restaurant industry. From the findings in this study, only limited sales strategy in the Loss-Leader marketing factors had a positive effect on revisit intention. Both Limited Sales and Price Discount Strategy in the Loss-Leader marketing factors had positive effects on the brand attitude, while Plus Pack strategy had a negative effect on the brand attitude. Also, the brand credibility has a significant moderating effect on the relationship between the Loss-Leader marketing factors and the brand attitude, and the brand attitude has a significant effect on revisit intention. The results indicated that these findings would be basic materials for Loss-Leader marketing factors and related studies in the future. In addition, this study suggests good implications in establishing and using the effective marketing management strategies in the restaurant industry.

• Journal of the Korean Society of Costume
• /
• v.52 no.2
• /
• pp.139-150
• /
• 2002

The purpose of this study was to explore the effects of meteorological factors on sales of apparel products. Basic fiat came out daily meteorological data and sales data of apparel products in department store from 1998 to 2000. Four factors(the average temperature, rainfall, wind velocity, sunshine duration) from the nine meteorological factors were selected and were collected with Korea Meteorological Administration. Sales data were collected with business strategy department of H (department store in Seoul. The sales data were divided into six classifications, which are woman's wear, men's wear, children's wear, golf wear, sports wear, and inner wear. The results of this study were as follows: 1) Sales of apparel products were significantly correlated with the average temperature, rainfall, wind velocity, sunshine duration. Among the meteorological factors, temperature turned out to be the most influential in apparel sales and then the amount of rainfall, sunshine duration affected sales according to apparel classifications differently. 2) There were some differences among the apparel classifications in the effect of meteorological factors on the sales of apparel. In the spring. the higher the temperature was, the higher the sales of women's wear and golf wear were, but the lower the sales of children's wear, sports wear and inner wear were. In the summer, The higher the amount of rainfall was, the lower the sales of all the apparel classification were. The higher the temperature was, the higher the sales of sports wear were. In the fall, the lower the temperature was, the higher the sales of all the apparel classification except snorts wear were. In the winter, the meteorological factors had little effect on the sales of women's wear, men's wear and children's wear. The higher the temperature was, the higher the sales of golf wear were. The lower the temperature was, the higher the sales of sports wear were.

• The Research Journal of the Costume Culture
• /
• v.15 no.5
• /
• pp.875-887
• /
• 2007

The purpose of this study is to provide the fashion industry in Korea with materials that could enhance its international competitiveness by suggesting marketing strategies for fast fashion brands after taking product, price, place, and promotion into consideration. The product strategy should focus on developing products that accurately reflect the general market trend and consumer demand, selecting optimal materials, and pursuing internal production. This, coupled with strategic cooperation with designers, will ensure reliable quality and enhance the brand image. The pricing strategy should place greater emphasis on reducing production costs. Diverse task outsourcing and design competition, for instance, can lower the cost of design development. The place strategy should be set according to the operation of a systematic and efficient distribution system based on SPA, an automatic delivery system, sales or return system, speed control system, and a value chain that consists of horizontal business alliances. The promotion strategy should be run under the central control of the headquarters using various unique VMDs. Furthermore, online marketing campaigns, spectacular fashion shows, design competitions, catalogue marketing campaigns, and other new sales promotion schemes could all be introduced.

• Journal of Information Technology Applications and Management
• /
• v.23 no.2
• /
• pp.81-95
• /
• 2016

Software export is very important for developing the domain software industry. Up to now, the study related in this issue is not enough even if exports are not activated. In our study, we treated and analyzed the three SME cases that have each successful record in recent years focusing to sales channels establishment and product localization. This study was done by interviewing the marketing directors mainly, and applied email exchanges, phones, and document analyses. Some implications can be addressed for the potential SME software exports. In the perspectives of sales channels building, the trust for product and firm itself is needed to have a good offshore partners. These are required to make the good relationship with partners, brand value's diffusion, and technical competency. As for product localization, the customization is important to meet the needs for local users effectively. So it is desirable to accept the advisory suggestions from the local consulting experts or representative customers. And the joint export strategy using the platform by linking some related products is effective for SME's software product's export.

• Journal of the Korean Society of Costume
• /
• v.29
• /
• pp.183-196
• /
• 1996

Study on the Apparel Advertising Strategy and Popular Music Singer. From the 1990s popular musics begin to reflect modern fashion. Especially those dance musics such as Rap or Reggae captivate teenagers through the mass media. So middle-low price causal cloth-ing companies hire the most popular singers as their role model. this marketing strategy succeeds to increas their sales and now many companies compete to engage famous singers,. in western countries where the music and the fashion have interacted for some times famouse singers express their personalities through the clothes they wear. The consumers try to imitate them by puchasing smiliar clothsing. And it makes the apparel company to produce more goods. However if those companies continue to be shiortsighted in terms of increasing sales in the shortrun with out their personality and differentiation brand concept. they will only instigate the teenager's consumptionand they'll fail to create their own fashion-style.

• Korean Business Review
• /
• v.3
• /
• pp.155-182
• /
• 1990

The objective of this study is on evaluation process of resort hotel management strategy. Therefore, in this study, we find try to a successful implemantation of resort hotel feasibility study and management strategy by systematizing and materialinzing the theory of resort hotel. And we have also investigated and analyzed the real status of resort hotel and then worked out the problem, and estabilished a plan for feasibility determination of resort hotel, he results of this study are as follow: 1) We need to characterize, matenance, develop the benefits of resort hotel. 2) We need to know how to establish model and facilities of resort hotel. 3) We have to inclease quality and quantity of employee's service. 4) We need to effort to satisfy customer's needs and wants through improvising and enlarging facilities of resort hotel. 5) We need to specialize the quality of F & B division. 6) We need to improve the hotel image, promote sales through promotion tools like avertisement, publicity, personel selling, sales promotion.

• Journal of Information Technology Applications and Management
• /
• v.23 no.2
• /
• pp.113-141
• /
• 2016

This study identifies and validates the factors that affect sales performance of salespersons in the business software industry. In the study, in order to measure the dependent variable (performance of the salesperson) more comprehensively, multiple items are utilized and both outcome and behavior indicators are used. Independent variables are identified based on the classification of Verbeke et al. [(2011] including sales related knowledge, degree of adaptiveness, role ambiguity, and work engagement. Results of the hypotheses testing show that 'sales related knowledge' and 'work engagement' are statistically significant factors, but 'degree of adaptiveness' and 'role ambiguity' are not. This study has a few limitations and future research direction to overcome the limitation is suggested : use of both perceptions of the salesperson and objective measures in measuring the related variables; study including cognitive ability; analyses of the factors across various types of software companies; and analyses of the factors on the team level.

• Journal of Information Technology Applications and Management
• /
• v.11 no.3
• /
• pp.89-116
• /
• 2004

Insurance companies are in a fierce race to catch a new customer. In this situation. sales force automation technologies are often used to support customer relationship management strategies. This study sets out a research model predicting SFA(Sales Force Automation) usage through theoretical studies. Survey data were collected from 145 salespeople across 2 firms that had implemented sales force automation tools and hypotheses were tested empirically. Data were analyzed by path-analysis method of AMOS. The major findings of this study are as follows: Computer self-efficacy, user involvement and voluntariness have a statistically significant influence on the positive perceptions of SFA. These perceptions have a statistically significant influence on user satisfaction and usage of SFA. while user satisfaction has a statistically significant influence on SFA usage. This paper concludes with the discussion of these results and their implications for academic researchers and insurance company managers.